#general

Thread

Anfernee Chansamooth November 12, 2021 at 06:59 PM

Hi @Angel Marie and @Dani Stewart love what you folks are doing with content at CK. I've been a long-time customer and fan. Even had a chance to interview Nathan for a podcast a couple of years ago which was fun.

I'm writing a book about leveraging case studies for business growth, and I noticed that you've invested in collecting and publishing case studies as part of your content strategy.

So I'd like to ask you a few questions related to those:

• How do you promote your case studies once they're published? Where and how do you use them in your sales funnel/buyer journey?
• How do you measure the effectiveness of case studies for marketing and sales? (if you have any numbers you can share that'd be helpful)
• I can see that you're also producing Creator Stories? What's the strategy behind producing those, and is it different from your case studies?

Anfernee Chansamooth November 12, 2021 at 07:06 PM

@Angel Marie and @Dani Stewart I realise our time is up. today 😞 Would either of you be keen to join me on my podcast to answer these questions?

Angel Marie November 12, 2021 at 07:06 PM

Dani will be replying to you here soon 🙂

Dani Stewart November 12, 2021 at 07:07 PM

Hey Anf! I love hearing that you've been with us for so long!
1. We promote our case studies like any other piece of content at the moment- social media, our newsletter, paid ads. I need to be better about setting up a system to help our featured creators share their stories as well. I think they are closed to the bottom of the funnel. A creator is looking for an email marketing tool, they've found us and are seeing specific ways they can use us to connect with their audience/grow their business.
2. Can't pull any numbers now, but we look at accounts attributed to the pieces and traffic.
3. Creator Stories actually came first! These are purely brand awareness and are handled by the brand team. Those stories don't necessarily have to mention email marketing or our tool unless they come up naturally. They are purely created to make our creators the hero. And then the ball is passed to me ( on the Marketing team) to take that inspirational story, figure out if there is an interesting angle to how they use our tool and create a quick guide to show how other creators can find simliar success.

Anfernee Chansamooth November 12, 2021 at 07:11 PM

Very cool @Dani Stewart! Love the insights.

I've just landed a new gig marketing for a SaaS too, and we're taking a similar approach to what you've done with Creator Stories.